Frictionless Is Not Enough
Delivering small doses of delight to earn long-term customer loyalty in a problem-filled environment
The COVID-19 pandemic has posed unprecedented challenges to customer experience management. At first, supply chain disruptions made the fulfillment of customer orders difficult. Then restrictions on physical contact and social gatherings brought in-person customer engagement to a halt.
Although many businesses have pivoted to the digital channel, bridging offline and online customer experience is fraught with obstacles and complications. Many companies today are facing a “many fires, few solutions” reality.
Consumers are feeling this reality in their purchase experience. A recent consumer survey found that a shocking 66% of customers experienced at least one problem in their most recent purchase. Examples of the issues encountered included insufficient or ambiguous information on the website, undesirable delivery time windows, stock-outs, and product return issues.
Faced with all these problems, it is understandable that many businesses have focused their…
